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SWOOTAT

SWOOTAT

John writes: In my early years of public relations consulting, I was introduced to the simplistic world of the SWOT analysis – Strengths, Weaknesses, Opportunities and Threats. This proved a handy device, particularly if it was included in proposals and reports to clients - a fairly smart way of nailing down most projects.

In the case of developing a small business or changing a small business it is quite a handy tool to use before you dive in. But as time went by years ago, I developed a wider process, which I named SWOOTAT, a word that had the advantage of sending marketing executives into a spin or the means to cut through loose talk at a BBQ.

“What’s dat Swootat?” asked some puzzled business-types who were clearly comfortable with maths but not so eloquent with English or had spent time OS in the American Deep South. Having successfully caught their attention, I explained that SWOOTAT was an effective extension of the faithful SWOT doctrine and had become Strengths, Weaknesses, Opportunities, Opposition, Threats, Action and Timetable.

I always felt that the word ‘Threats’ was a rather blunt axe and so I added the word ‘Opposition’ because I considered it was important to examine what others were up to. And, because I felt SWOT left a person stranded at the end with no forward plan, I added ‘Action’ (an obvious course) and ‘Timetable’. With SWOT having cleared all the previous hurdles, I used to ask: “when is the action going to take place?”

For anyone in business or in business consulting, this new, simple process of analysis could apply to any plan put forward by an eager client or business friend. I would suggest that if one decides to trot out SWOOTAT as a business solution, one should also provide a white board and this could apply in a business meeting or, equally, with a local community group.

Clearly, one important advantage of advocating SWOOTAT in any circumstance (even if one planned to buy a family caravan) is that one does not have to lead with one’s jaw and criticize a new idea in the public arena. Let SWOOTAT take the Rap!

In that context, if one is contacted by an eager member of the public with a bright idea, instead of being critical and sending that person away with a flea in their ear, one could send them off with a piece of paper outlining the method and benefit of SWOOTAT.

I am certain that many experienced consultants will attest that a few well chosen questions to an excited business person can sometimes point up whether a plan is practical or not. I imagine that some consultants with a banking background may simply ask, in a cold-hearted way, “what’s it going to cost?”

Now, that blunt inquiry may have the effect of stopping many over-enthusiastic people in their tracks but it may also wrongly prevent a good idea from coming forward or even, in the case of a club or committee, cause unnecessary conflict with a willing worker. Hence, the SWOOTAT test can clear up many potential arguments and may provide a fair resolution that favors all the parties. So here is a new business or community tool which is all yours and it does not even need awkward software!

SWOOTAT - Strengths, Weaknesses, Opportunities, Opposition, Threats, Action, Timetable.

 S Strengths
 W Weaknesses
 O Opportunities
 O Opposition
 T Threats
 A Action 
 T Timetable

I wish you luck as you stand poised with the white board marker ready for Action and a Timetable. Good luck!

Kindly contributed to Beerwah.org by John Jennings - June 2008